Coca-Cola, HMSHost increase awareness via mobile sweepstakes campaign

Coca-Cola and HMSHost have teamed up to support hunger relief efforts and offer consumers a chance to win a dream vacation via a mobile campaign.

The companies created the summer sweepstakes promotion to spotlight hunger relief. Consumers can vie for a grand prize vacation to one of three destinations including Orlando, FL, Palm Springs, CA and Chicago, IL.

“We create promotions throughout the year to drive awareness and sales of specific products,” said Susan Goyette, senior director of global communications and public relations at HMSHost.

“While entering for a chance to win a vacation is fun, we also wanted to use this opportunity to raise awareness of the importance of hunger relief for families in the U.S.,” she said. “Since we had an existing relationship with Feeding America in many of our locations, it was a natural fit to put all three entities together.

“We have a long-time partnership with Coca-Cola and thought the power of HMSHost’s sweepstakes and Coca-Cola’s great tasting products is a great way to increase support for Feeding America’s programs.”

HMSHost is an airport food-service company.

Coca-Cola products are sold in HMSHost’s airport and travel plaza restaurants and in the company’s retail newsstands and convenience stores.

Mobile promotionBeginning now through September 15, HMSHost’s customers can use the Microsoft Tag Reader on their smartphone to scan the Microsoft Tag code found on 32oz. cups of Coca-Cola at any of HMSHost’s airport, motorway or mall food court locations.

After scanning the code, consumers are redirected to a page where they enter their contact information.

The promotion is also available in HMSHost’s retail locations – newsstands and convenience stores – where in-store posters feature the Tag.

Additionally, consumers can enter the promotion via SMS by texting the keyword TRAVEL to the short code 733774.

“Increasingly, the smartphone is the device people use to make their lives easier,” Ms. Goyette said.

“With Internet access, email and even mobile payments available to smartphone users, it just made sense to create a Microsoft Tag that would allow people to enter the contest in a matter of seconds,” she said.

Raising awarenessAt the end of the sweepstakes promotion, HMSHost will donate a portion of sales proceeds to Feeding America.

Each dollar HMSHost donates to Feeding America will help secure seven meals on behalf of local food banks.

“Consumer can purchase Coca-Cola products in all of our locations – 85 airports in the U.S., more than 85 travel plazas in the U.S., food courts in more than 20 malls across the U.S. and even the retail store at The Empire State Building,” Ms. Goyette said.

“We are long-term partners and work together throughout the year in many awareness building efforts for important causes.”

Associate Editor Rimma Kats covers media, television, research and social networks. Reach her at rimma@mobilemarketer.com.